How to Handle Opposing Arguments in Persuasive Messages: A Meta-Analytic Review of the Effects of One-Sided and Two-Sided Messages
@article{OKeefe1999HowTH,
title={How to Handle Opposing Arguments in Persuasive Messages: A Meta-Analytic Review of the Effects of One-Sided and Two-Sided Messages},
author={Daniel J. O’Keefe},
journal={Annals of the International Communication Association},
year={1999},
volume={22},
pages={209-249}
}A random-effects meta-analytic review of the effects of one-sided and two-sided persuasive messages identifies two key moderator variables: whether the two-sided message is refutational or nonrefutational and whether the message is consumer advertising or nonadvertising. Compared with one-sided messages, refutational two-sided messages on nonadvertising topics enjoy significantly greater credibility and persuasiveness, nonrefutational two-sided messages on nonadvertising topics are not…
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